British Gas and their trite new identity

call me a cynic if you wish, but I am not a big fan of this rather smug new identity for British Gas. Here’s the old one.

Brirish Gas and their old and uncaring identity
British Gas and their old and uncaring identity

There’s not a lot wrong with this. It says what they do, or rather what they did. Their business has obviously diversified and they need to move away from their obvious reliance on fossil fuels and the harm they bring to our planet. So they’ve changed it to this.

british-gas-who-are-now-looking-after-our-world-for-us
British Gas who are now looking after our world for us

I don’t have a particular problem with the identity. It’s fine in fact. decent typo and a subtle shade of green has been snuck into the logo. Good work team.

But the strapline. ‘Looking after your world’. Behave.

What a bunch of trite shite.

How are they looking after our world, by dragging tons of gas out and burning it?

Straplines are always a difficult issue, but this one is on the verge of vomit inducing. If it was my job, i’d drop it and quit the pretence before everyone does an emperors new clothes as soon as they have an issue or heaven forbid an accident and they make the word a little bit worse for us.

Updated

I’ve just had it pointed out to me by my mate and long time Creative colleague Darren Fisk, quite how similar the new British Gas identity is to the Age UK identity.

Age UK brand - Is this where the designers of the British Gas logo found their inspiration??
Age UK brand – Is this where the designers of the British Gas logo found their inspiration?

If you look at the background to the brand that was designed by the fabulously named Kitcatt Nohr Digitas (it’s that sort of name that made me want to join the industry) and watch their intro video about how they developed the brand, you can see it’s built on real values, that matter. I think it’s worth watching Paul Kitcatt talking about it here (even though looking at the viewer numbers, no one else has actually bothered):